Competition Analysis

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Competition Analysis
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Why Competitive Analysis?

• Key ingredients in developing your strategy
• When can you compete
• How do you compete
• Key aspect of brand development
• Product differentiation
• Who do you want to attract?
• How will you attract them

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Establish Competitive Set

• Primary Cities that you are most likely to be
  facing in bid situations
• Same region of world
• Active bureau
• Facility capability in your target size
• Likely to target same types of business
• Secondary Cities that you may sometimes face

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Serbias Primary Competition

• Ljubljana
• Bled
• Dubrovnik
• Zagreb
• Budapest
• Prague

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Serbias Secondary Competition

• Opatija Sophia Bucharest
• Bratislava Krakow Wroclaw
• Poznan Thessaloniki Rhodes
• Ohrid Montenegro Sarajevo
• Vienna

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Belgrades Primary Competition

• Ljubljana
• Zagreb
• Budapest
• Prague
• Vienna?
• Istanbul?
• Athens?

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Benchmarking

• Steps
• Determine What?
• Determine Who?
• Evaluate the data you get
• Analyse the differences
• React and revise

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Benchmarking

• Measuring products or service or success against
  other destinations
• ..\ICCA\CVB Benchmarking Project.ppt

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SWOT

• Strengths (Internal)
• What are we good at?
• Weakness (Internal)
• What are we not so good at?

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SWOT

• Opportunity (External)
• Developing markets
• Starting an alliance
• New market(s)
• Threat (External)
• New competitor
• Reduced funding
• Legislative
• Price wars

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What to Assess

• Service comparisons
• Transportation
• Accommodation
• Venues
• Attractions
• Labour
• Service Culture
• Cost

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SWOT Scotlandas a leisure destination

• Strengths
• Natural Environment - well
• preserved heritage
• People-friendly
• Range of visitor attractions
• Wide range of accommodation types
• Good road, rail and air links
• from Europe

• Weakness
• Expensive
• Accommodation standards
• variable
• Service standards variable
• Low on bad weather activities

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SWOT Scotlandas a leisure destination

• Opportunities
• Develop holidays linked with
• culture and environment
• Develop young outdoors market
• Develop customized packages
• Develop fauna, flora, culture
• products

• Threats
• Complacency
• Failure to keep up with competition
• Growth of competition in future
• (e.g eastern European destinations)

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Leader Session SWOT

• ..\Serbia\Serbia 2007 SWOT analasys.xls

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SWOT on your competition

• Do the same analysis on your competitor
• Compare their SWOT issues to yours
• Develop strategies accordingly

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Ask your clients

• Focus groups
• What do they say about you?
• What do they say about your competitors?

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